„Schneid' wie du willst“ – strong campaign for the exceptional hydrangea ‘Bloombuster®’
The marketing campaign for this particularly pruning-tolerant hydrangea is designed to take away hydrangea lovers’ fear of cutting back.
Heinje nursery from Jeddeloh presents Hydrangea ‘Bloombuster’, a variety that convinces in two key ways: through its botanical performance and through a marketing concept that is guaranteed to attract attention at the point of sale. Under the claim “Schneid’ wie du willst” – "Cut it your way", the campaign uses humour to show just how easy this hydrangea is to care for. Various photo and video formats stage the plant together with classic cutting tools such as loppers or hedge trimmers, but also deliberately use unusual props like nail scissors, a pizza cutter or even a samurai sword. This tongue-in-cheek communication immediately highlights what makes the variety so special: it is exceptionally tolerant of pruning and flowers reliably, regardless of how or with what it is cut back. This is intended to take away the fear of pruning from hydrangea enthusiasts, who are often rather wary of cutting back.
Botanically, this promise is based on the ability of ‘Bloombuster’ to form flowers on both old and new wood. This takes away one of the most common hurdles for end consumers when dealing with hydrangeas – the fear of pruning at the wrong time. Even a hard pruning does not lead to loss of flowering, but instead promotes strong new growth and abundant flowering throughout the season. The variety presents itself as robust, vigorous and reliable, with an intense flowering performance that is equally convincing in the garden, in containers or on the terrace. Its harmonious, well-branched habit makes it highly versatile in use, while its structural stability ensures that the plant maintains its shape even under changing weather conditions. ‘Bloombuster’ is available in three colours – white, pink and blue – is robust and winter-hardy down to –24 °C, and is offered by Heinje in a practical 5‑litre container.
For specialist retailers, the ‘Bloombuster’ campaign offers a clear unique selling point and ensures strong recognition. The humorous visual language is consistently applied on the label and in the PoS materials, so that the emotional message is communicated directly at the point of sale. Posters, banners and a range of digital assets support a modern, attention-grabbing presentation that speaks directly to end consumers and makes sales conversations easier. Delivery by Heinje takes place in a highly saleable pot size, ensuring immediate visibility of the variety’s quality and a strong presence on the sales area.
“With Bloombuster we are deliberately focusing on a variety message that is fun and, at the same time, solves a real problem,” says the team at Heinje nursery. “This hydrangea is incredibly easy-going and removes customers’ uncertainty about pruning. That is exactly what we communicate with a campaign that instantly stands out at the point of sale.” With its combination of robust plant quality, strong flowering performance and modern, wide-reaching marketing, ‘Bloombuster’ is an ideal addition to the hydrangea range and gives the trade a clear opportunity to stand out.
Further information: www.bloombuster.de
